To help launch Raymond Weil’s W1 range to a young affluent audience, we built a campaign themed around London’s fashionable W1 postal area.
I worked with the chairman of the British Inline Association to recruit a team of good looking, proficient rollerbladers and dressed them in skin tight branded body stockings. They performed stunts and handed out leaflets in high traffic areas around the City and West End and in Selfridges on launch day.
With a team of cop spotters at each location, we arrived in a sleek branded vehicle, the team jumped out, performing by the light of a row of aircraft landing lights, accompanied by a pounding sound system and an industrial smoke machine. The w1 logo was cast onto nearby buildings using a powerful projector.
Alongside the guerrilla campaign we hosted a high profile celebrity party at Browns Club and visited magazine fashion journalists and stylists to show them the watch range and offer them for upcoming shoots.